Webmaker/Communications/Roadmap

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Webmaker icon blk.jpg Communications 2013 Roadmap
Owner: Erica Sackin, Matt Thompson, Rebeccah Mullen Updated: 2013-05-17
Big Words.

DRAFT
Links to: https://wiki.mozilla.org/Webmaker/Communications/Dashboard

Top Level Goals

  1. 1: Achieve webmaker, mentor, and badges targets
  2. 2: Establish a structure and process for a professionalized & fully functioning communications department
  3. 3: Support major campaigns for product and maker movement
  4. 4: Grow awareness and support for MoFo within Mozilla community


Webmaker Communications in 2013

Top Level Goals/Objectives:

Goal #1: Achieve webmaker, mentor, and badges targets

  • Create and implement a value-add offering for 10k+ Mentors to join us
    • Launch webmaker.org/mentor and other mentor community/signon aspects
  • Create and implement a strategy to reach 250k+ Makers
    • Use product marketing to reach makers
    • Build user funnels, analyze and optimize
    • Run a press/promotion strategy around reaching makers
    • Establish strategic partnerships with orgs, top-tier makers, and media who have reach and maker audiences
  • Optimize website for user flow and usage
    • Build user funnels, establish and track metrics, use AB and user testing
    • Be smart about making sure the website directs target audiences (makers and mentors) into best place
    • Solve sign-on question
    • Develop and deploy gallery for user-generated content
  • Products and social media channels
    • Create a 6-month editorial calendar for all channels and project releases built **around press events, products, roll-outs and specific dates
    • Put in place a rapid response content process
    • Consolidate social media channels and create style and editorial for each
    • Create strategy around best use of webmaker/blog, Mark's blog, etc
    • Deliver weekly projects, daily social media content and weekly blog content


Goal #2: Establish a structure and process for a professionalized & fully functioning communications department

  • Build up press shop
    • Use events and launches to build out press list
    • Train spokespeople for interviews
    • Start being strategic interview and talks--impement strategy
    • Provide briefing material to MoCo execs to help them carry our message
  • Internal: build out department
    • Integrate Hive communications into larger communications team
    • Start weekly comms call, internal email list, etc.
    • Start tracking press clips
    • Continue to communicate to rest of MoFo and MoCo what we're doing
  • Solidify and unify how we talk about the Mozilla Foundation and Webmaker
    • Create unified messaging platform, language guidelines, and topline talking points
    • Create process for providing comms service to Foundation/other departments
    • Create approval/signoff process


Goal #3: Support major campaigns for product and maker movement

  • Execute successful comms around events and product milestones
    • DML - launch OBI 1.0 and Open Badges brand
    • UK: Make Things Do Stuff
    • US: WH innovation summit
    • Global: Maker Party 2013
    • Regular feature and point releases for Webmaker and Badges
    • MozFestival
    • GameOn winners
    • US Ignite completed program
    • 15-year Anniversary of Mozilla
    • Mozilla Manifesto
    • Collusion 1.0
    • Larger, DNT / Collusion 2.0
    • BG & o2 partnership


Goal #4: Grow awareness and support for MoFo within Mozilla community

  • Present regular updates and opportunities to get involved to the larger MoCo community
    • Publish Weekly all-Mozilla update
    • Webmaker call
    • deliver weekly PR update to AirMozilla
    • Weekly TLDR update to board and public blog


Q1

Messaging and talking points
  • Create unified messaging platform, language guidelines, and topline talking points (Feb/March)
Create a value-add offering and way for Mentors to join us
  • Ship webmaker.org/mentor page and decide on signon/join process (March)
Editorial Calendar
  • Create editorial calendar for project releases, social media and other channels (email, blog, etc) (March)
  • Put in place a rapid response content process (March)
    • Best thing on the internet on weekly Webmaker calls
    • Internal "meme" listserv or group? (or a public Mozilla meme appreciation tumblr?)
Social Media and Content
  • Deliver weekly projects, daily social media content and weekly blog content
  • Consolidate social media channels (March 15)
  • Train Rebeccah in email sends and list (March)
  • Create strategy around best use of webmaker/blog, Mark's blog, etc (March)
Build Up Press Shop
  • File requirements for /Press page (March)
  • Identify global spokespeople and schedule training (March)
  • Create outreach, press, conference, and speaking strategy around Mark (March)
  • Begin building out press list (March)
  • Quantify and begin identifying key partnerships and influencers (March)
Optimize Website
  • Build out and start tracking metrics (March)
  • File requirements ticket on /Gallery (0.1 comms view) (March 15)
  • build /Support page 1.0, add FAQ docsprint results, + contact email for Mentor team (March)
  • Have conversation about sign on question?
  • Have conversation about website audience flow?
Internal and Department Comms
  • Publish Weekly all-Mozilla update
  • Webmaker call
  • deliver weekly PR update to AirMozilla
  • Set up Comms email list, weekly call, announcement/release calendar, etc (Feb)
  • Create and put in place process for providing comms service to Foundation/other departments (Feb/March)
  • Create and put in place approval/signoff process (Feb/March)
  • Start tracking press clips and mentions and set up internal clips email list (March)
  • Finalize process with Hive comms team (Feb)
  • Finalize Product flow and process (March)
Events/launches/PR/Press
  • PR/promotion around OBI launch (March 15)
  • Create content and press plan around Q2 campaigns (March)
    • DML - launch OBI 1.0 and Open Badges brand
    • UK Do Stuff
    • US Innovation Summit
    • Maker Party campaign
    • Regular feature and point releases for Webmaker and Badges
    • GameOn winners
    • US Ignite completed program
    • 15-year Anniversary of Mozilla
  • Begin long-lead thematic pitching around MozFest, Mozilla, and the Maker movement
    • Identify print targets
    • Craft pitch
    • begin outreach
  • Collusion
    • Launch Collusion 1.0
    • Refresh Collusion web presence
    • Collusion brand and logo


Q2

Messaging and talking points
  • Implement bug process for message/language approval
  • Hire writer/content creator
Create a value-add offering and way for Mentors to join us
  • Ship better Mentor "contribute" process (April)
  • Ship /mentor version 2.0: (new community-generated content + ready for summer campaign): June 1
Editorial Calendar
  • Finalize calendar for Qs 3+4
Social Media and Content
  • Deliver weekly projects, daily social media content and weekly blog content
  • Plan editorial overlay for Summer Campaign event & website content management strategy (written content, graphics, materials and branding support, resource hosting, etc) (April)
  • Review rapid response content system to see if it's working (May)
  • Double social media channel audience by end of Q2 (123k --> 250k) (June)
  • Plan campaign content (MozFest) (June)
Build Up Press Shop
  • Ship /press page (TBD)
  • Train global spokespeople
  • Finalize interview/speaker plan and process
  • Finalize outreach lists, process, and plan
    • Partnerships
    • Influencers
    • Media/press
Optimize Website
  • Ship /Support and integrate into tools/channels/experience
  • Ship sign-on process
  • Highlight projects and makes on website and social media
Internal and Department Comms
  • Publish Weekly all-Mozilla update
  • Webmaker call
  • deliver weekly PR update to AirMozilla
  • Weekly TLDR update to board and public blog
PR/Promotion
  • PR/promotion and content around US Social Innovation Summit
  • PR/promotion and content around UK Make Stuff Do Things campaign (April 26)
  • PR/Promotion and content around summer campaign
  • Press plan around specifically reaching makers
  • Pitch long-lead story on Maker movement tied to MozFest


Q3

Social Media
  • Deliver 1-4 projects per week, daily social media content and weekly blog content
PR/Press
  • Pitch interviews/projects/stories aimed at reaching Makers
  • Continue to do PR/Press around Summer Campaign
  • Execute press/PR/content strategy around MozFest
Internal and Department Comms
  • Publish Weekly all-Mozilla update
  • Webmaker call
  • deliver weekly PR update to AirMozilla


Q4

MozFest
  • PR/Press
  • Content for social media, channels and projects
EOY campaign content, PR and press
Support State of Mozilla release and promotion
Grow social media audience to 1.5 M
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